WNBA 2025 CBA Negotiation PlaybookTrainer's Guide for Union Leaders and League Office |
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STRATEGY |
Resilient Leaders X Jacqueline V. Twillie, MBA |
Disclaimer: This playbook is an independent training exercise created by a negotiation strategist and educator. I am not a negotiator for the WNBA, the WNBA Players Association, or any party involved in the CBA negotiations. This document represents my professional analysis of negotiation strategy applied to publicly available information about the 2025 WNBA CBA discussions. It is intended as an educational resource for understanding negotiation frameworks in complex, high-stakes contexts. |
Current ContextThe WNBA has secured a reported $2.2 billion media rights deal. According to available data, WNBA players receive approximately 9.3 percent of league revenue, compared to the NBA's 50 percent revenue share model. International leagues and the domestic Unrivaled league offer compensation packages that can exceed WNBA salaries. These negotiations will address compensation structure, working conditions, and revenue distribution as the league enters a period of significant revenue growth. The L.A.T.T.E. framework—Look, Anticipate, Think, Talk, Evaluate—provides structure for complex negotiations by establishing clear analysis steps and measurable outcomes. |
L.A.T.T.E. Framework Applied to Key Issues |
Revenue SharingLook: Players currently receive 9.3 percent of revenue while NBA players receive 50 percent. League revenues have increased significantly with the new media deal. Anticipate: League ownership may cite financial stability concerns and reinvestment needs. Players may view current distribution as inequitable given revenue growth. Think: Consider graduated revenue share increases tied to specific revenue milestones, with target percentages established for future years. Talk: Frame the discussion around sustainable growth models that align player compensation with league revenue expansion. Evaluate: Establish independent verification mechanisms to ensure agreed-upon revenue sharing is implemented accurately. |
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Player CompensationLook: Average WNBA salary is approximately $147,000. International opportunities can range from $1-3 million. Unrivaled offers reported salaries around $220,000 for its shorter season. Anticipate: League may propose incremental increases. Players may seek more substantial baseline adjustments. Think: Explore minimum salary thresholds, performance bonuses tied to revenue metrics, and potential equity participation in new revenue streams. Talk: Address retention challenges directly by examining compensation relative to alternative playing opportunities. Evaluate: Monitor player retention rates and offseason playing decisions as indicators of compensation competitiveness. |
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Travel and Player HealthLook: WNBA teams currently use commercial air travel for most games, unlike NBA teams that use charter flights. Anticipate: League may cite cost considerations. Players may emphasize health, safety, and performance impacts. Think: Consider phased implementation starting with playoff games and condensed schedules, with timeline for full charter adoption. Talk: Frame travel standards as professional development infrastructure and injury prevention. Evaluate: Track injury rates, recovery times, and performance data relative to travel schedules. |
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Officiating StandardsLook: Questions have been raised about officiating consistency and accountability mechanisms. Anticipate: League may emphasize existing quality control processes. Players may seek enhanced oversight and transparency. Think: Establish joint oversight committee with defined authority and regular performance review protocols. Talk: Position officiating standards as essential to league credibility and competitive integrity. Evaluate: Develop measurable accuracy benchmarks and implement regular assessment reporting. |
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Addressing Relationship DynamicsAcknowledge existing tensions directly and establish forward-focused communication protocols. Create clear separation between past conflicts and current negotiation objectives. |
Negotiation Pathway OptionsPrimary Approach: Growth-Linked PartnershipRevenue share starting at 15 percent with escalation clauses tied to revenue targets. Establish higher minimum salaries. Implement phased charter travel. Create joint officiating oversight committee. |
Alternative A: Profit-Based DistributionLink player compensation directly to verified league profitability with independent financial auditing to ensure transparency. |
Alternative B: Domestic Market DevelopmentDevelop offseason domestic programming. Create player equity opportunities in new revenue channels. Expand digital content and merchandise participation to reduce overseas playing incentives. |
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Framework ValueThe L.A.T.T.E. framework provides structured analysis that separates factual assessment from emotional response, creates measurable evaluation criteria, and establishes clear communication protocols for complex multi-party negotiations. |
Want to learn more about the L.A.T.T.E. framework? |
About the AuthorJacqueline V. Twillie is a leadership development and negotiation strategist, founder of ZeroGap.co, and author. She has trained over 10,000 professionals in negotiation and resilience strategies. She has served as a global co-CEO, developed programs for Fortune 500 organizations, and created frameworks including L.A.T.T.E., R4, and AHA that are used across multiple industries. Her work focuses on equity in leadership development and business outcomes. |
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